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BtoB

Motorola begins $10M-plus brand campaign

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Schaumburg, Ill. -- Motorola on Thursday re-launched a revamped ``Digital DNA'' branding campaign for its semiconductor group and its integrated electronic systems sector. Estimated at more than $10 million, the campaign is an ``ingredient'' marketing effort along the lines of Intel Corp.'s ``Intel Inside'' campaign. In the ads, which are running in The Wall Street Journal and other business publications, Motorola trumpets how its software, chips and systems are the Digital DNA that power car transmissions, cellular phones and high-definition television. The Digital DNA campaign was created by TFA/Leo Burnett, Chicago.
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